The GRAMMYs launched a pre-award show campaign illustrating how memorable performances can invade popular culture. And they named it “The Grammy Effect.” The first spot shows different lovers of karaoke singing Lorde’s “Royals.” Each “singer” is mimicking Lorde’s movements from her award show performance. Almost everyone looks either constipated or possessed. But Lorde looks fabulous! See it here. The next ad shows a head-banging rocker sitting in a train station. This guy is going to town. The last artist I’d ever think he was listening to or paying homage to is Taylor Swift. Man, that girl can move it while tickling the ivories. Watch it here. TBWAChiatDay LA created the campaign.